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The Hustle

Name: Joel Eastlick (Eastlick Coffee Co.)

Posted By Andrea Perez

Before founding Eastlick Coffee Co., Joel Eastlick's idea of a good cup of coffee were simple. Turn on the coffee maker and warm the milk. But when he developed a passion for coffee roasting 13 years ago on a trip to Spain, he didn't look back. The espresso bars and the sidewalk café culture inspired the Tampa native to work as a barista and take in the "third-wave" culture of coffee in Florida. This practice is all about manual brewing, lighter roasts, traceable coffee and unique blends. He became an apprentice at a coffee roasting plant in New York City that serves as a training ground for aspiring coffee roasters and realized he was ready to operate a business. Born in Brooklyn and based out of St. Petersburg, Eastlick Coffee is a coffee roasting online retailer and wholesale provider. Joel is determined to make delicious and affordable coffee a part of good conversations over good food. You can find the brand in coffee shops like Craft Kafé and Intermezzo Coffee and Cocktails in the Edge District.

Years in Tampa Bay


Hustle (job)

Owner and head roaster

What do you do?  

Select and roast the finest coffees available for our wholesale partner cafes, restaurants and offices.

Why do you do it?

I love showing people what’s possible with coffee. I’ve witnessed more “a-ha!” moments than I can count after sharing a cup of my coffee with them.

What was your Catalyst? (How did you get started?)

I fell in love with the sight and sound of the bustling espresso bars in Spain when I lived abroad. I came back and started as an entry-level barista at my local neighborhood cafe in 2012.

What’s a common misconception or unknown aspect of what you do?

Roasting is a skill that takes time to develop. It’s not like using a microwave, where you punch in the right numbers. You have to watch the beans develop, note how they look and smell along the way.

What’s the most challenging part of your Hustle?

It’s been a learning experience wearing so many hats. I’ve had to tap into parts of me I didn’t know existed, such as being a salesman and bookkeeper. We want to grow organically and responsibly, so I’ve had to talk a lot about myself more than I’d usually be comfortable with.

What’s the most valuable piece of business advice/insight that’s helped you?

Control your brand. Highlight why you are different. Work hard and be honest.

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